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近年来,各行业被曝光的产品伤害危机事件层出不穷,事件一旦发生极易对产品品牌以及企业声誉造成巨大的损害。本论文以此为背景探究危机后企业网络互动与消费者信任修复效果间的关系,通过实证分析验证了企业在产品伤害危机事件后与消费者的网络互动将显著提升信任修复的效果,同时验证了消费者感知的负面情绪及风险程度在上述关系中的中介作用,分析了产品伤害危机类型在网络互动对信任修复效果的调节作用。论文的研究为企业应对产品伤害危机提供了有效的解决途径。
In recent years, various industries have been exposed product injury crisis emergencies one after another, event the event of a very easy product brand and corporate reputation caused tremendous damage. Based on this background, this paper explores the relationship between the post-crisis enterprise network interaction and the consumer trust restoration. Empirical analysis verifies that the interaction between the enterprise and consumers after the product injury crisis event will significantly enhance the effectiveness of the trust restoration. Consumer-perceived negative emotions and the degree of risk in the above intermediary role in the relationship between the analysis of the type of product injury crisis in the interaction network to restore the effect of trust regulation. The research of the dissertation provides an effective way to solve the crisis of product injury.